"One thing that everyone agreed on was that anything that was done [to clean up the ads] must be done under industry auspices," noted Randall Rothenberg, head of the Interactive Advertising Bureau, which is one of the founding members of the CBA. "Everyone was opposed to individual browser companies implementing their own standards to clean up the bad user experiences," he said. The one-off approach, he said, would lead to "chaos in the ad market." "Google has been very public saying it does not want to do anything outside the Coalition," according to Rothenberg.